#128: How One Coach Added 100 Names To Her Mailing List In 2 Weeks

One thing Michelle hears from health coaches alllllll the time is that they’ve TRIED growing their mailing list in the past but it just isn’t working. They feel like giving up. If that’s you, you’re not alone! In this episode, Michelle shares how one health coach found success with her list-building effort — adding over 100 names to her mailing list in just a couple of weeks.

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Michelle Leotta:
Hey, everybody. Thanks so much for joining me today this month. If you haven't already noticed this month, I am really focusing on helping you guys build your mailing lists. Not just build your lists with anyone from anywhere, but building your mailing list in a smart strategic way. And that's because the health of your online health coaching business is directly proportional to the health of your mailing list. So, one thing that I hear from health coaches all the time is that they have tried, they've gone this route before they have given it their best effort. And it just isn't working like the list isn't growing. Do you know what I'm saying? Or maybe it's very, very slow growth. And when that happens, you know, it happens all the time with our health coaching clients, too. If the results are so, so slow, it's like pulling teeth, you feel like giving up, right?

Michelle Leotta:
That's human nature. So if that's happening to you, I want you to know that you are not alone. And in this episode, I want to share how one health coach found success with her list, building effort, adding over 100 new names to her mailing list in just a couple of weeks. So I'm going to introduce Abby to you in just a few moments, but for all of you, who are kind of scratching your heads and you're like, Oh, why isn't my list growing like that? I haven't been able to add five names, not to mention, add 100. I've got you covered. Okay. Later this month I am hosting an entirely free training on how to multiply your mailing list. And you can join us for free at healthcoachpower.com/listbuild. I'm going to be sharing all of my tried and true approaches to list building the very same ones that helped me get from zero to many, many thousands over the course of my career.

Michelle Leotta:
I'm going to just drop that link here for all of you that are joining live. I also wanted to share with you guys just so you can like project into the future. Again, I started with nobody got started a mailing list from scratch, just like anybody else. And now 11 years into my career for maybe the fourth or fifth time. I just did something that we call cleaning your list. Yeah. Cleaning it like, uh, the way you would dust your house. This is something that you do when your list actually gets quite large. And you know that there are a lot of old email addresses on there. Like people who maybe were once interested, but they're no longer opening anything from you. So we did some list cleaning recently and, um, we removed several thousand names from my list. Yeah, thousands. We just went, boop, gone. Cause they weren't engaged.

Michelle Leotta:
They were no longer active. They hadn't opened anything in many months. They certainly hadn't clicked on anything. So remember as your list grows, yes, we're looking for numbers, but we're also always trying to maintain what we call a healthy list, a healthy, engaged list. And I was happy to let those several thousand people go so I can focus on the other thousands and thousands who are active and interested and opening and clicking. Anyway, if you're looking at your list right now and you have like 20 people on it or two people on it, and you're thinking Michelle, I am never going to have a list of thousands, not to mention thousands that I then delete, right? Trust me. We all started right where you are. You must sign up for this month's free event. I literally made it for you. And it's available at healthcoachpower.com/listbuild.

Michelle Leotta:
I want to say hi to Kristin. I can see Kristin's here, I can see Elizabeth here. And, uh, and Lizzy says that she signed up already for our event at the end of the month. And she's so excited. Good. I am too. I am giving you like 110% of everything I've got for this building during this event. So, I'm so glad that you already signed up. Before I introduced you guys to our special guests for today. I want to thank Dana for this five star review on Apple podcasts. And here's what Dana wrote. Michelle's the bomb love this podcast and Michelle, she's a powerhouse of knowledge experience and shares it in easy ways for new coaches on the scene to digest and use a must for any new health coach. Thank you, Dana.

Michelle Leotta:
Your review really, really aids in our goal of helping more health coaches succeed in their businesses and be profitable. Please. We want to thank you. So please send your mailing address to support@healthcoachpower.com and just mention episode number 128. We'll have a little gift coming your way and for everybody else listening, if you find this episode helpful, I would be so grateful for your written review as well. And maybe who knows maybe next week, I'll read yours live on the air. Okay. So it's time to meet Abby first. I want to make sure that Abby, your audio is working. So let's just check that out real quick. Are you there?

Michelle Leotta:
I'm having trouble hearing. This could just be me. Oh my goodness. Hold on a second. All right, let's try this again. That is better. All right. Everybody can hear Abby now. Good. No problem. Welcome to the show. We're so glad that we can hear you.

Abby:
Thank you very much.

Michelle Leotta:
Everyone, Abby's a health coach from the UK. She's also a member of my healthy profit university. Abby. I was hoping that you could just tell everyone real briefly about yourself, including how long you've been practicing as a health coach.

Abby:
So, I've been practicing as a health coach for about six years on and off. Um, because I have a six-year-old and a four year old, hence the on and off. I'm specializing in women in business who have chronic stress and burnouts, because that was me a few years ago. But now is the first time that I'm health coaching full-time since they qualified six years ago.

Michelle Leotta:
You know what your story is really common. I've had the same experience of having a couple of babies as I'm also, it's like, I'm building a business and I'm also building a family. It's a lot, it's a lot. Um, so this is exciting when you, um, let let's, let's rewind just a couple of months, let's say two or three months ago. How are you feeling about your, your business and your list? Like kind of, I know you weren't brand new, but how were you feeling?

Abby:
I was very disconnected with my list. I hadn't been mailing them consistently for about three years. I just, before my last child was born, I pretty much dropped off the radar. Um, so a lot it's interesting. My list has had a lot of new subscribers in the last few months, but I've also had a lot of unsubscribes. So just as you mentioned, it's kind of been self-cleaning itself. Um, which is great because I don't want people on there who don't want to receive my information. They're not relevant for me. So my numbers have stayed about the same, but I've got a lot of new engaged people, which is great.

Michelle Leotta:
Yes. It almost sounds like you were starting over. So, even though you had people on your list and this happens against everybody's best advice, there are going to be so many of us who for one reason or another drop off the face of the earth, neglect our list. And then it is almost like starting over and you're going to have people unsubscribe. if you want to avoid that, you need to be consistent. And, and I know that's easier said than done. We're not going to get into, um, the whole idea of nurturing your list today, but to avoid that drop-off to avoid people becoming inactive. The very best thing you can do is to continue to, uh, you yourself be active with your list. Makes sense. So whenever we offer a list builder, um, I think the, I, sometimes I hear people, I swear, I hear people say, I will just buy a list.

Michelle Leotta:
And I'm like, are you serious? Especially in the kind of business that we are running. Like we, we, our, our product people are signing up because they want to hear from you the health coach. Um, it's, it's just, it's so personal. This is not a generic kind of business. And I believe that you do not want to just fill up your list with any old names. We want to, first of all, target those that we are best suited to help. So for example, I work with women in their forties and fifties. I would not want to offer some sort of list builder where I end up with a list full of young guys, like in their twenties, that would be the total wrong audience for me. So Abby, who did you target and how did you go about targeting them?

Abby:
So I was targeting women in their late thirties, early forties, and as I said, women who are completely exhausted from their never-ending to-do list, typically women in business who were also moms. Um, and, uh, the, the five day challenge that I ran was called exhausted to energized. So, it was pretty clear on the, on the label who it was targeting. Um, and did you ask how I went about marketing it?

Michelle Leotta:
Yeah. Sure. How did you make sure you got the right people there?

Abby:
That's a really good question. Um, I, I don't know if I got all the right people there. I targeted, um, numbers through partners. Um, and that was a really big focus for me in my old career in events. We worked with a lot of marketing partners, so I knew that that was the best way to get my numbers up because it wasn't just me into my list. I actually got a lot of, um, a lot of bookings, registrations rather through, um, parties, teachers that I work with locally, a yoga teacher that actually did one of the days on my five day challenge. So she was incentivized and motivated to promote it for me. It was a lot of fitness instructors, so a lot of their clientele meet my target market. And I'm assuming that only the people that wanted to do the challenge actually signed up.

Michelle Leotta:
Yes, that's brilliant. I want to talk a little bit more about the tactic of using partners, but I would say those are the two big things that you did exactly, right? Like you designed a list builder with a topic that was of interest to your target market. It wasn't just like eat healthier, live a healthier life. You know, you were, you were actively speaking to these women, not only with the title of your event, but then in how you spoke about it, you were clearly talking to these burned out moms, you were using language that they would understand that would resonate with them. And then you chose partners, not any old partner. You weren't like asking your husband to share it with his buddies. You know, there's like million people in the world that could have shared this for you. But you reached out to people who they themselves had an audience that was likely going to be this type of woman.

Michelle Leotta:
Yeah. Super duper smart. Okay. So I'm inside healthy profit university. We talk about lots of different ways to promote a list builder like yours. Right? You can promote via social media. You can promote through, um, groups that you're associated with. You can promote when you're a guest on somebody's podcast, there's so many different ways to do it. Um, but it sounds like the one that worked best for you this time around again, were with these partnerships. So just tell us a little bit more about that. Like, how did you, how did you choose the people? How did you approach them and ask them to help you out? I think that's the part that makes everybody feel a little bit uncomfortable. Yeah.

Abby:
Yeah, so, just first of all, I did do so inside Healthy Profit University, which has been incredibly helpful, um, there, you know, you provide a whole list of checklist. I think of ways you can promote. And, you know, I was doing the exhibit and social media email, and sometimes you feel like you're overloading people with messages, but nobody reads everything. So you just got to keep plugging away and keep, keep promoting it. But with the partners, um, I think for me, I I'm someone who doesn't really mind asking for things because the worst that can happen is someone says, no, it's not right for me. Um, I've known one of the glottis teachers in particular for a very long time. And she, you know, I started going to see going to her classes when I was pregnant with my first son. So this is about seven years ago and we have actually done a lot of partnership stuff on and off over the last few years.

Abby:
So, it was a bit of a no-brainer that she would send something out on her newsletter for me. Um, so, but even when I first approached her, so, you know, because it was an old partnership, it was literally, you just got to ask, you've got to position what you're doing. You've got to position it in a way that a partnership is a partnership. It's a two-way street, right? So it's not just, you helped me, but it's, if you help me, this is how I can help you. And this is how I, for example, in my five day challenge, she gave away a free couple of free parties classes, um, for engagement. And so I mentioned that I would promote her as part of that. So it's a two-way thing. Um, and similarly with the other people, they're all people that I know. So I did use my network, which makes sense, because you're going to get the best traction and they knew about the work I did. And I just asked them, would you, you know, would this be helpful, both for your, um, community, for your network? If they knew about the five, I called it a training, not a challenge. Um, would it be helpful for your community if they knew about this five day training I'm running, it's completely free. Here's some information I wrote a pre, you know, I wrote some marketing copy for them to send out. Um, they just sent it out with a link and it seemed to work.

Michelle Leotta:
Yeah. It definitely seemed to work. I think that was what kind of pulled the lever the hardest on getting more new people into this event for you, because you were essentially, you know, what we do is we borrow other people's audiences and you framed it the exact right way. Would this be helpful for your community? You're not like, hi, I'm doing this thing. Let me tell you all about me and what I'm doing. And you know, I want you to share this for me. You're talking about them. Hi, do you think this would be a benefit to you and your community? And then you even gave them, we call it swipe copy, because you know, when you write copy for somebody can just swipe it and throw it onto their Facebook page or whatever it makes it very easy. You wrote copy for them. And I think that probably made it like a no-brainer.

Abby:
Yes. It makes it easy for them.

Michelle Leotta:
That's awesome. Diana saying, great tips, Abby. You are, you're you, I mean, you did a really great job with this. I'm so grateful for you to share your experience. So now let's say you have, or how many different partners did you have at the end of the day?

Abby:
So I think I had, I had about five people who promoted it for me.

Michelle Leotta:
Okay, nice. So that should give everybody an idea. You know, it's not like you have to have 100 partners, you know, you have a handful. And if like, even half of them do a good job, even with one of them might just post one time. Maybe someone sends it out to their email list. That's really ideal. If you can get them to do that.

Abby:
Oh, sorry to jump in. Two of the people and to get it to that email list, which is what I was hoping for, because I know that they have very established long-standing clientele and they are very, they're respected in that, uh, you know, in the fitness sector. Um, also what I do, isn't competitive to them, which I think is also important in a partnership. You want something, someone that compliments, but doesn't compete with you. So that worked quite well. And then the other three people just posted on Instagram really.

Michelle Leotta:
Right. Okay, good. So we have a handful of, um, partners. Some of them are going to do more than others, but you know, whatever you take, what you can get, right. If they're going to post it to Instagram, great. Even if that reaches one person, that's someone that you wouldn't have otherwise. So then when they're promoting it, they're saying, um, something like this is my friend, Abby, you know, you should do this thing with her, blah, blah, blah, click here to sign up. And then what, just go through like the process from there. What happened? How did you actually collect the names of everybody signing up from different sources?

Abby:
Um, so I wish I'd done this differently actually, but I had my, um, I had a MailChimp, um, landing page, which was all information, was all provided for us in HPU, which was great. How to set up a landing page, email address, make sure your landing page copy is really spot on. In fact, I had a lot of people say to me, I don't have time to sign up for the challenge, but I love the copy. It looks amazing. It's, it's great. I'll do the next one. So that was nice. Um, and I just, I literally shared the link with the partners so that people went straight to my landing page and then they got added into my mailing list.

Abby:
Now I, what I have done for another piece of free content I'm promoting at the moment, which was a tip from you, Michelle, thank you. Is I created my landing page for my free, it's a healthy for the day treat cookbook. And then I just replicated the landing page and I changed the URL. So those partners that helped me get that 103 people on my mailing list. They are also promoting my free, um, recipe book for me. So now I can actually track and see how many people that are doing. So it, it, it helps them because they want to know if they're helpful. And they also want to know, Oh, you know, is my community finding this valuable? And should I partner with Abby again? And similarly to me, should I be partnering? Should I waste my time? Or should I spend more energy building a relationship with them and partnering?

Michelle Leotta:
Yeah, that's really smart. And that's kind of an advanced technique. So I just wanted to reiterate for everybody all, you need to sign people up for any sort of freebie that you're giving away. Any sort of list. Builder is a single opt-in page, which you can create through MailChimp. You can create through convert kit, whatever email service that you're using. And then if you're fancy, you can duplicate the page. And in that way, look at your numbers in a really smart way and say, okay, this partnership paid off like mad. You know, they sent so many people, the conversion rate was very high. This other partner, only one person visited my page and they didn't sign up and then you can make smarter decisions moving forward. So I think that's like, again, that's advanced, but just so you can start, everyone can start to see like how you get smarter as you go, you get become more effective as you grow in your business and your results get bigger and bigger. So at the end of the day, I think you said you had 103 people sign up. Yeah. That's awesome. So of those 103, do you know how many of them, or can you guess how many of them were brand new to your mailing list? Um,

Abby:
Well, I don't know. I think I would, I'm going to say about 60 to 70%. Yeah.

Michelle Leotta:
That's awesome. Because whenever you're doing anything like this for free, yes, you can promote it to your current email list. If you have one, however, you got to remember those people are already on your list. So it's nice to engage them. It's definitely good to get them involved, but if you're trying to grow your list, your measure of success will really be, um, how many are brand new to your list? And then like a secondary measure of success is how many people sign up overall. So, um, so it's good to look at those numbers as well. I know this isn't your first go round because you've been in business for awhile. I'll be it on and off. Um, what were maybe some of the other things, or if you could just highlight some of the things that you did differently with this list builder than you had done in the past, like what were some of the things that made it more successful?

Abby:
That's a very good question. Um, I'm trying to think back because it was so long ago that I lost. Do you know what I asked you? The last list builder I did was a webinar and it was just before second son was born and it was, as you said, it was called how to get healthy in the real world by that real generic get healthier. But I actually got nearly a hundred people, honestly signing up to that because I did it through a partner. I did it through a local gym and I was their only nutrition offering and they had thousands and thousands of people. So that, again, the partnership thing works. But, um, the big difference between what I did then, and what I did now is she absolutely, without a doubt, the targets hit messaging. So this list builder was for a specific group of women. I had a specific target market in mind that we spent, I feel like months working on even still now in HPU. Um, and all of my emails, my [inaudible] landing page is all targeted towards that group is difference.

Michelle Leotta:
Yes. Good. So that speaks to, again, the quality of an email list. The difference may not, might not be in how many people sign up for your list, builder, the differences then who is on your list, who comprises your list? How are you going to speak to them moving forward? Are they going to want to buy anything from you? Are they the right people for you to work with? Or is it just Joe Schmoe over here? And so-and-so over there who actually are never going to turn into paying clients. So this was a more targeted effort that is more likely to result in paying clients down the line. Thank you so much for joining us today, Abby, and giving us a little peek behind the scenes as to what you've been up to.

Abby:
You're very welcome. Thank you for having me

Michelle Leotta:
Amazing for everybody listening. I am going to be going into a lot more detail as to all these things that Abby did putting together a list builder, choosing the right market, promoting it effectively to that market. And even the technology required to gather all those signups. That's all happening during this month free event, multiply your mailing list. So get yourself registered at healthcoachpower.com/listbuild. And next week, Ooh, this is so fun. This month, I'm going to be back with another health coach. One who learned that sometimes complicated is not better. Sometimes simple list builders really can be the best kind. And that should be music to anyone's years who tends to get a little bit overwhelmed at this kind of thing. We'll see you then take care, everybody.